Proven claims

Why is it so important to sanction misleading advertising claims?

Mojgan Moddaresi: Based on article 20 of the EU Reg 1223, 2019 and UK Regulation 2013, the promises and claims for a cosmetic product should follow six important rules: fairness, truthfulness, honesty, help customers make informed decisions, comply with cosmetic regulations, and offer evidential support. The main reason for having these criteria is if we don’t follow them, we will lose customers’ support and confidence in our industry. Misleading advertisement and exaggeration of products’ efficacy without proper substantiation will lead consumers to be disappointed.

In social media, claims can spread without the involvement of the brand owner. How do you regain control over your ‘own claims’?

We believe a reliable compliance service can make or break a brand. Scanning social media, and ongoing and comprehensive cosmetovigilance (post-market surveillance) can help brands to prevent this. It is also important to have good claims’ substantiation support. We have noticed that many brands rely on ingredients’ claims for finished products efficacy. However, we cannot legally extrapolate ingredients’ claims to the finished product without testing them for efficacy.

What steps must be taken to regain consumer confidence?

We strongly believe that compliance, safety, and quality are the bases for gaining customer confidence. Irrespective of trendy buzzwords, the main priority for consumers is safety and transparency. I believe the brands who are educating consumers, and who are honest about their claims without exaggeration, can be successful in gaining trust.

The most important part of transparency is the evaluation of product safety. Although there is a detailed explanation in the regulations on what a cosmetic safety assessment report should contain, many reports on the market still do not follow regulations or guidelines. It is important that ingredients used in a product are being reviewed based on their sour-ces. It is very important that a product’s safety evaluation is being processed based on the ingredients used. Last and not least, brand owners should ensure they have high-quality safety assessment procedures in place. Compliance processing starts with NPD, when a brand chooses the ingredients and supplier.

Is it possible to prevent independence through social media?

I don’t believe social media’s role is always negative. Social media platforms are very valuable. They can be a good way of creating a bond and building communications between brand owners and consumers. Businesses can use this helpful tool to communicate the message of transparency and compliance. Many brands are trying to educate their consumers via social media about the misinformation on ingredients’ safety.